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Real qual for real Research and Development
Real qual isn’t just focus groups. It doesn’t have to be IDI’s. It can be digital, it can be agile. It’s about the depth of understanding and the actionability of insight. It’s about recognising that moment of consumer truth, exploring it in full and providing R&D teams with specifics – rules and toolkits on exactly how to build market leading products.
For R&D teams, real qual goes beyond likes and dislikes. It’s not enough to say that the button ‘makes the product easy to use’; real qual explores specifically what it is about the shape, feel, pressure, look of the button, which makes it easy to use. Find out how we do it…
This presentation forms part of the online Festival of NewMR webinar series. Presented by Hannah Rogers from Blue Yonder Research.
